Social Marketing and Event Promotion

DENSO is a leading supplier of advanced automotive technology systems and components for the world’s largest car companies.

Operating in 35 locations in the region, DENSO has 17,000 employees and specialises in R&D, manufacturing, sales and corporate services for the automotive industry.

Although the company is a global powerhouse in its sector, in Europe the brand had limited industry exposure. In 2019 DENSO partnered with Crowd to create and implement a social media and brand building strategy.

Challenge

Crowd was tasked with raising awareness of the DENSO brand and business offering; building the brand image among European audiences; growing awareness and perception across the industry by engaging two primary audience groups:

• Existing and potential clients, partners, suppliers and other key industry figures.
• Talented graduates and recruits with a specific interest in the automotive industry.

Solution

Crowd established that DENSO was a respected brand, but its market exposure was far from optimised. We quickly identified areas of opportunity and structured a social media-focused marketing strategy that conveyed DENSO’s industry unique strengths. Participation at the world’s leading automotive trade event proved to be a powerful platform from which to educate and inform our target audience groups. Attending the IAA motor show in Frankfurt, we successfully amplified DENSO’s presence using pre- and post-event tactics and a digital marketing strategy that targeted our audiences.

Using strategic social outreach and paid media, DENSO also launched an influencer campaign. European brand ambassador, racing driver Tom Coronel, created the buzz the brand needed, while his video session at the event enabled us to reach new online audiences across Europe. Strategic Paid Media campaigns for DENSO have also attracted quality applicants and engineering talent. Talent acquisition is also a marketing priority.

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